Behind the Lens: My Process for Creating Editorial Fashion Campaigns

Creating an editorial fashion campaign is a meticulous yet intuitive journey. It all begins with concept development — understanding the brand, the message, the season. Then comes research, moodboarding, and collaboration with stylists, art directors, and makeup artists.

During the shoot, I focus on fluidity. I direct with intention, but allow moments of spontaneity. The magic often lies in the unexpected.

Post-production is where the final vision comes together. I fine-tune color palettes, highlight textures, and ensure every detail aligns with the story. Editorial fashion is about atmosphere — and everything I do serves that atmosphere.